Jadi worked with Mazda to design branding, marketing, unveil the Mazda Furai concept car and influence Mazda's new global design direction using ethanol fuel as inspiration to move away from fossil fuel. The Mazda Furai was introduced at the international auto show circuit worldwide in Detroit, Los Angeles, Chicago, New York, Tokyo, Geneva, Frankfurt, Paris, Beijing, and Shanghai.
Work for Mazda Furai includes: Creative Direction / Art Direction, video concept, theme, design direction, video design, production & post, VFX, booth design inspiration, photography, collateral and event graphics.
This earsplitting video of the Mazda Furai concept car was filmed at the Mazda Raceway Laguna Seca, using 6 HD cameras, chasing the Furai with a Bell Jet Ranger Helicopter and Porsche 911 GT3, in addition to 2 raceway camera operators. The Furai driver also wore a helmet-mounted HD camera to add a race driver’s POV to the final cut.
The video was presented to the international press at the auto shows just before unveiling the Mazda Furai concept car on stage. The video was shown during the auto shows duration and utilized on the web, car enthusiast sites and social media channels to garner attention for Mazda’s new design aesthetic and global design direction.